Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents

Monica D. Hernandez, Sindy Chapa, Michael S. Minor, Cecilia Maldonado and Fernando Barranzuela

Advergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers.
  

Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents

Monica D. Hernandez Sindy Chapa Michael S. Minor Cecilia Maldonado The University of Texas-Pan America

Fernando Barranzuela Universidad de Piura

Introduction

Advergaming is the delivery of advertising messages through electronic games. This technique aims to build brand awareness, to offer product information, and to provide a means to compare similar products. Advergamings ultimate objective is to develop lasting exchange relationships with customers (Hernandez and Minor 2003). Advergaming or product placement...

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